Brands that are Product Categories

I read an article today http://www.bloggingstocks.com/2007/07/23/dells-main-category-sinking-and-taking-brand-with-it/ that listed Apple, Nike and Kleenex on the same line as being product categories. As strong as the brands Apple and Nike are, they are not at the same level as Kleenex. They do not yet represent the category of products and in fact a marketing organization has big challenges when the brand does reach that status. People ask for a Kleenex in place of a tissue… people no longer understand that Kleenex is a brand. The marketers at Kleenex have a tough time defending their trademark because of this.

The marketers at Nike and Apple do not have the same problem. No one confuses the difference between athletic shoes/apparel and Nike. No one confuses consumer electronics as a category with the brand Apple. While both companies may want to define their product categories, there is simply too much competition for that to happen.